Executive summary

Honey brand Dabur Honey, the market leader, grew consumption of an oft-forgotten ancient category by making it relevant for the modern world.

The brand has become pretty much synonymous with the category, having been the only major national player for almost three decades. But the honey category in India itself was slow, if not stagnant. Honey is something almost every household has or has had in its kitchen, but uses only occasionally – despite having many cultural, medicinal and religious uses.